PRESENTATION ON CRM OF MARUTI SUZUKI

PRESENTED BYRAJDEEP SHARMAVIKAS KUMAR SINGHKUMAR ANADATUL NAGAR

Introduction

• Established in 1981.

• Joint venture agreement with Suzuki.

• Maruti is the highest volume car manufacturer.

OBJECTIVES

• Modernization of the Indian Automobile Industry.

• Production of fuel-efficient vehicles to conserve scarce resources.

• Production of large number of motor vehicles which was necessary for economic growth

Segment and Brand

• Product• Four Wheelers• Maruti 800• Maruti Alto• Maruti Baleno• Maruti Esteem• Maruti Gypsy King• Maruti Omni• Maruti Suzuki SX4• Maruti Swift• Maruti Versa• Maruti Kazasi

MAJOR COMPETITORS

• Hyundai Motor India Limited• Tata Motors• Mahindra & Mahindra• Toyota• Ford• Mitsubishi• GM

Maruti and CRM

• Maruti created a land-mark in CRM.

• Maruti is investing a lot of money and effort in building customer loyalty programs.

Maruti True Value Out let

Maruti has aided customers by providing them the

facility to bring their vehicle to a 'Maruti True Value'

outlet and exchange it for a new car, by paying the

difference. They are offered loyalty discounts in

return. This helps them retain the customer.

Maruti Call Center

Maruti has proper customer complain

handling cell under the CRM dept. The

CIC will help MUL rapidly build an

information pool of over 3 million Maruti

owners as well as that of its prospective.

Maruti on Road Services

• Round-the-clock services in most of the cities.

• A computerized call-monitoring system dispatches a mobile MOS Vento the customer at the earliest.

Market Research Department

• Their Market Research department remains on its toes to study the changing consumer behavior and market needs.

• Maruti enjoys 70%repeat buyers which further bolsters their claim of being customer friendly

Availability of easy finance

• Maruti has also made the customer experience

hassle free and helped building customer

satisfaction by developing different revenue

streams in the form of Maruti Insurance and

Maruti finance .

Other advantages: which help in CRM

• A Buying Experience Like No Other :• Maruti Suzuki has a sales network of 307

state-of –the art show rooms across 189 cities, with a workforce of over 6000 trained sales personnel to guide MUL customers in finding the right car.

Quality Service Across 1036 Cities

• In the J.D. Power CSI Study Maruti Suzuki scored the highest across all 7 parameters:

• 1.least problems experienced with vehicle

serviced.

• 2.highest service quality.

• 3. best in-service experience.

• 4.best service delivery.

• 5.best service advisor experience.

• 6. most user-friendly service and,

• 7.best service initiation experience.

One Stop Shop

• At Maruti Suzuki, customers will find all car related needs met under one roof. Whether it is easy finance, insurance, fleet management services, exchange - Maruti Suzuki is set to provide a single-window solution for all car related needs.

The Low Cost Maintenance Advantage

• The acquisition cost is unfortunately not the only cost customers face when buying a car. Not so in the case of a Maruti Suzuki. It is in the economy segment that the affordability of spares is most competitive, and it is here where Maruti Suzuki shines.

Lowest Cost of Ownership

• The highest satisfaction ratings with regard to cost of ownership among all models are all Maruti Suzuki vehicles: Zen, Wagon R, Esteem, Maruti 800, Alto and Omni.

CRM Through Social Relationship

• In 1999 Launch of Maruti – Suzuki innovative traffic beat in Delhi and Chennai as social initiatives.

• Maruti Driving School-Available in all major cities. Lady trainer for lady customer.

• All these CRM strategies have helped MUL maintain its existing customers and generate new ones.